TDF partnered with Careem during its high-growth phase in Pakistan, crafting hyper-localized, engagement-driven campaigns that strengthened its position as the region’s favorite ride-hailing app. From seasonal activations to cultural moment marketing, our work blended humor, relevance, and digital-first strategies to connect Careem with millions of users.
“Go Careem Go” (2017)
Objective: Boost app adoption through relatable, viral-friendly messaging.
Strategy:
- Lighthearted memes & GIFs personifying Careem as the ultimate “sidekick”
- User-generated content (UGC) prompts like #MyCareemStory
Impact: 3x increase in social mentions vs. previous quarter
“Bahar Niklo” (Spring 2017)
Concept: Encouraging Pakistanis to explore cities after winter.
Tactics:
- Geo-targeted discounts tied to weather updates
- Influencer collabs (travel bloggers, photographers)
Seasonal & Cultural Campaigns
Ramzan/Eid Activations
- “Careem Bet” (2017): Playful cricket-themed promos during PSL season
- “Careem August PR”: Monsoon-themed safety tips + ride discounts
Monthly Engagement Drivers
- September PR: Back-to-school/office ride bundles
- November PR: Winter holiday “Secret Santa” promo codes